The Fashion Show in Her Foyer, a major production built to feel like an ordinary moment at home. Tabitha Brown used it to reveal her partnership with Target, giving her 5.5 million followers an emotional, insider look at one of her proudest accomplishments, becoming a fashion designer. the launch was successful it sold out in minutes.

Role

Creative Lead

Problem

Target needed an announcement video for its new partnership with Tabitha Brown, a creator whose warmth, positivity, and spiritual outlook had made her one of the most trusted voices in her audience's daily lives. The video needed to introduce the partnership in a way that felt true to who she actually is, not like a typical brand announcement.

Goal

Build a moment that felt like Tabitha's own announcements to her fans, filmed in the comfort of her home, while introducing a tiered gifting system, a full size rolling rack, a half rack, and two sizes of gift boxes, that other creators and friends in her network could use to share and celebrate the partnership on social media.Responsibilities

The Work

The project began with the story, built around the idea of Drops of Joy, Tabitha's instinct to share pieces of joy with the people around her, which became the emotional foundation for the entire video. From there, storyboards translated that story into a physical sequence, followed by location scouting and full production.

The video opens in Tabitha's kitchen, drawing viewers in as she shares the news of her partnership with Target. She then moves to her foyer, where she reveals her full collection displayed on the Tier 1 rolling rack. The video closes with candid clips of her showing the collection to friends and fans, capturing the same kind of organic celebration Drops of Joy was built around.

Responsibilities

Creative direction, concept development, brainstorming, storyboarding, location scouting, production oversight, industrial design management for custom rolling racks, vendor relationships.

Tabitha Brown X Target Video Storyboard

Tabitha Brown X Target Tiered Gifting System

The Full Rack

Tier 1 racks will be custom curated with a variety of apparel and accessories from the Dress Up, Get Down, and Beach collections.

Arrangement may include: 2 swimsuits, 2 coverups, 1 resort shirt/shorts, 2 beach towels, 1 maxi or midi dress, 1 tie-back dress, 1 lemon print top or polka dot top, 2 tees, 2 skirts, 1 jumpsuit, 1 pair of sunglasses, 1 tote, 1 clutch, 1 headband, and 1 pair of earrings.

The Mini-Rack: Tier 2 gift

Tier 1 racks will be custom curated with a variety of apparel and accessories from the Dress Up, Get Down, and Beach collections.

Arrangement may include: 2 swimsuits, 2 coverups, 1 resort shirt/shorts, 2 beach towels, 1 maxi or midi dress, 1 tie-back dress, 1 lemon print top or polka dot top, 2 tees, 2 skirts, 1 jumpsuit, 1 pair of sunglasses, 1 tote, 1 clutch, 1 headband, and 1 pair of earrings.

The Big Box: Tier 3

A second group of friends will receive a gift box from Tab that creatively mirrors what the first group received. Although the box may be smaller, we bring Tabitha’s pure joy and energy through fun surprises during the unboxing. Dress Up, Get Down boxes include: 1 headband, 2 earrings, 1 clutch, 1 dress, 1 pant suit, 1 tee/top, and 1 skirt.

Swim Box

2 swimsuits, 1 cover-up, 1 resort top/shorts, 1 beach towel, 1 pair of sunglasses